Is Your Brand Ready For ‘Generation S’ (Screen)?

Is Your Brand Ready For ‘Generation S’ (Screen)?

Successful Brands Will Go to Where the Kids Are — Touch Screens

By: , AdAge DIGITAL Published: August 10, 2012

Every generation experiences advances in technology that change people’s lives and expectations; children are almost always born into a different technological world than were their parents. This is particularly true when it comes to how they discover, consume and share content and information.

Children born in the last three to five years are what I call “Gen S,” or “Generation Screen.” They came on the scene during one of the most significant technological revolutions in the digital age. According to NPD, 27% of all TVs shipped in the first quarter of 2012 (almost 14 million) were internet-ready. Gartner estimates there will be almost 60 million tablets sold this year, doubling total users. And, Goldman Sachs estimates almost 2 billion smartphones will be sold this year around the globe.

These youngsters are growing up in a world where screens are used for everything from entertainment, communication, education, shopping and transacting. It makes the world much smaller and more accessible — and at virtually any time, on demand.

Who is Gen S?
Gen S will never know a world without screens, without being connected, without touch and swipe, or gesture control, or without cameras to capture, interact, share and connect with others, instantly. We’ve all witnessed toddlers navigating a smartphone or iPad better than we can, or swiping a TV or laptop screen expecting it to react to their touch, only to be dismayed. The keyboard and mouse are foreign to them, and soon may be remote controls. Will wallets, credit cards or even cash have any purpose for them a few years from now?

How will marketers, brands, retailers and publishers stay relevant to this audience that expects to transact nearly everything on a touch screen?…

 

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